"Maybe Netflix is afraid that loyal customers will be disgusted by the new design, like what happened with the Gap a few years back, so they'd like to pass the baton from one logo to another slowly and quietly. Or maybe Netflix just isn't all that organized and hasn't made a decision as to what it's doing yet," Mark Wilson speculated in a Fast Company column.

“The company has apps for almost every Internet-connected device with a screen, including computers, game consoles, tablets and smartphones. In these cases, the Netflix logo is either too small and illegible, or too bright and jarring,” he wrote.